Industry slams powdered beer concept
The Bavarian beer industry has responded to the development of the world’s first powdered beer that is being created in East Germany-based Klosterbrauerei Neuzelle.
The revolutionary beer, which is being developed by Stefan Fritsche’s in his brewery, is made with just two ingredients: powder and water and is purported to still look and taste like beer.
Despite the advancement of the product, Bavarian Private Breweries Association member Benedikt Meier told AFP that, although powdered beer is a “nice innovation” it was important to remember “the enjoyment of beer is primarily about conviviality”, and pointed out that it is a drink that “is enjoyed in pubs, in your local, at a party or among friends and like-minded people”.
This means “a beer powder whose use focuses on preparation at home is not a serious alternative for this target group”.
Meier went on to explain that the invention cannot be seen as a threat to brewers, because “it will not endanger or even challenge our traditional breweries”.
Fritsche, however, is determined that his powdered beer concept will succeed and added: “We want to go down a new path, so to speak… to make a real, normal and good-tasting beer out of powder.”.
Fritsche explained that “the main target market will be African and Asian countries, since a powder is far easier and cheaper to transport over long distances than bottles of beer” and admitted “we know that pilsner drinkers and craft beer enthusiasts, especially in Germany, will initially be sceptical about our product”.
The powdered beer, which Fritische has developed in European laboratories over the past two years, makes the beer 90% cheaper to export than traditional beer.